AVELON

Origin: The Hague, Holland

Designer: Erik Frenken

Field: Womenswear

Biography:

Erik Frenken graduated with a BA Hons in Fashion Design from The Royal Academy of Art The Hague. In2004 he completed an MA with distinction at Central Saint Martins in London. After a work experience atAlberta Ferretti, he joined Viktor & Rolf as head designer of womenswear for 4 years. Furthermore Erik is thewinner of prestigious international awards such as the Elle Style Award for best young designer; the CentralSaint Martins/Lancôme Innovation Award, the Its-One Award and the Marie-Claire Prix de la Mode award forBest Dutch Designer. He is recognised for his seemingly innate eye for creativity and was named one towatch by Women’s Wear Daily.

Style:

Avelon believes in beautiful different. We see beautiful where others do not. We like to surprise by beingcounter-intuitive, to take things out of context. Avelon likes to be subtle, but we are strong when we need tobe. You will see Avelon when high fashion meets reality, when effortless meets directional. You will find Avelonwhen sophisticated luxury meets raw edge. Avelon likes to be smart without being boring, to be casual with aflair. We do not like to shout, we prefer to whisper. Avelon leads by following itself.

SS13 Collection:

The Avelon SS13 collection exudes tangible simplicity, which is rich in content. The combination of materialand transparency is reflected by the floaty yet fitted silhouettes. Avelon’s edgy rock attitude is refined withnatural featherweight fabrics with technological finishes. The collection introduces a new way of layering byoffering supple, translucent garments that fuse with leather highlights and sharp edges. Signature styles suchas the Courage women’s blazer is a combination of indigo and black with a floaty silk back that gently fallsover the female form. The men’s suiting, has a geometric, square fit in a relaxed linen fabric that complimentsthe collection’s crisp yet demure aesthetic. For SS13 Avelon’s colour palette is a base of muted blues, navytones and shades of black and grey which are accented with peach hues, tints of sandy stone and reflectivemetallic details